How do you test different landing page elements for online lead generation?

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Landing pages are crucial for online lead generation, as they are the first impression you make on your potential customers. But how do you know if your landing page is effective, engaging, and persuasive? The answer is to test different elements of your landing page, such as the headline, the copy, the images, the form, and the call to action. Testing allows you to compare different versions of your landing page and measure how they perform in terms of conversions, clicks, and leads. In this article, you will learn how to test different landing page elements for online lead generation using a simple and systematic process.

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Shiv Shenoy

Authority Branding for CXOs & Experts | LinkedIn Top Voice | By blending science & psychology I help experts become…

1 Choose a testing method

There are different methods for testing landing page elements, such as A/B testing, multivariate testing, and split URL testing. A/B testing is the most common and straightforward method, where you create two versions of your landing page (A and B) and change only one element (such as the headline) between them. Then you send equal amounts of traffic to both versions and see which one generates more conversions. Multivariate testing is similar to A/B testing, but you can change more than one element at a time and test different combinations of them. Split URL testing is where you create two separate landing pages with different URLs and send traffic to them randomly. This method is useful if you want to test major changes in your landing page design or layout.

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Shiv Shenoy

Authority Branding for CXOs & Experts | LinkedIn Top Voice | By blending science & psychology I help experts become thought leaders by transforming their expertise into a Book, and attract growth.
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Heatmap Analysis is another technique you can use to infer the effectiveness of your landing page. The heatmap tools such as Hotjar or Crazy Egg show your landing page as a heat map - with the "hottest" areas representing the spots where visitors focus their attention the most. With these tooks you can track and analyze your visitor interactions with the page - such as clicks, scrolls, as well as mouse movements. With the help of this data you understand which sections (copy, button, or other elements) of your landing page are receiving the most engagement, and which are receiving least engagement. Thus you can validate your assumptions or rationale behind the page design, and optimize those areas you need conversions.

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2 Identify your testing goal and metric

Before you start testing, you need to have a clear goal and a metric to measure your results. Your goal should be aligned with your overall online lead generation strategy and your landing page purpose. For example, your goal could be to increase the number of leads, reduce the bounce rate, or improve the quality of leads. Your metric should be a quantifiable and relevant indicator of your goal. For example, your metric could be the conversion rate, the click-through rate, or the lead score. You should also decide on a minimum sample size and a significance level for your test, which will determine how confident you can be in your results.

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Shiv Shenoy

Authority Branding for CXOs & Experts | LinkedIn Top Voice | By blending science & psychology I help experts become thought leaders by transforming their expertise into a Book, and attract growth.
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While this is a great way to get started there are 2 mistakes you should avoid at this stage - 1. not having a priority of goals. From a business perspective, all of the goals do not carry the same priority. Find out the hierarchy or priority of these goals so you know where you want to invest your focus and effort to get the best RoI of this exercise. 2. Lack of clear hypothesis. A hypothesis is a statement of the expected outcome of your experiment or test. For instance, instead of randomly changing the color of a CTA button you'd write the hypothesis "by changing the color of the button from red to orange, we hypothesize that it will create visual contrast and stimulant to attract attention. Like Amazon does.".

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3 Select the element to test

Next, you need to choose which element of your landing page you want to test. You can test any element that affects your visitors' behavior and perception, such as the headline, the subhead, the copy, the images, the form, the button, the colors, the layout, the testimonials, or the social proof. You should prioritize the elements that have the most impact on your goal and metric, and that are easy to change and measure. You should also base your selection on data and insights from your analytics, surveys, feedback, or best practices.

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4 Create and launch your variations

Once you have selected the element to test, you need to create and launch your variations. Depending on your testing method, you can use different tools and platforms to create and run your test. For example, you can use Google Optimize, Unbounce, or Leadpages for A/B or multivariate testing, or you can use WordPress, Shopify, or Wix for split URL testing. You should make sure that your variations are clear, consistent, and relevant to your target audience and your offer. You should also avoid making too many or too drastic changes that could confuse or distract your visitors.

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5 Analyze and apply your results

The final step is to analyze and apply your results. You should monitor your test until you reach your desired sample size and significance level, and then compare your variations based on your metric. You should look for the variation that has the highest or lowest value for your metric, depending on your goal. For example, if your goal is to increase conversions, you should look for the variation that has the highest conversion rate. You should also look for any patterns, trends, or insights that could explain your results or suggest further improvements. Once you have identified the winning variation, you should apply it to your landing page and continue to test other elements or optimize your online lead generation strategy.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Shiv Shenoy

Authority Branding for CXOs & Experts | LinkedIn Top Voice | By blending science & psychology I help experts become thought leaders by transforming their expertise into a Book, and attract growth.
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Patience is important when it comes to testing your landing page for online lead generation. Allow sufficient testing duration, so you gather an appropriate sample size to take concrete decisions. Coming to decision with a small sample size can make you feel like you're getting results but they could be wrong results. Also, be aware of Confirmation Bias. That is when you see the evidence pointing to a behavior that you thought to be correct, you tend to stop the test and declare your decision. Allow sufficient time and variables to get enough data to arrive at an objective decision.

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Ryan Makris

Founder @ Very Decent Marketer | LinkedIn Top Voice | Paid Ads for Injury Lawyers
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Don't be afraid to borrow landing page concepts from your competitors. Many large companies have invested years of research and millions of dollars into their landing page designs. There's no shame in taking design elements from a competitors site and incorporating them into your own landing pages. As Steve Jobs once said: “Good artists copy; great artists steal"

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How do you test different landing page elements for online lead generation?

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1 Choose a testing method

2 Identify your testing goal and metric

3 Select the element to test

4 Create and launch your variations

5 Analyze and apply your results

6 Here’s what else to consider

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